Английский язык для бизнесмена. Антонов О. И. Английский язык для бизнесмена
 Скачать 0.71 Mb.
|
|
Vocabulary Exercises Exercise 1. Change the sentences according to the model. Model: We use the safety deposit boxes (sometimes). We sometimes use the safety deposit boxes. 1. All the banks provide credit services (usually). 2. Banks give investment advice (sometimes). 3. Banks charge interest (always). 4. You can borrow money quickly (rarely). 5. Businesses want to borrow money (frequently). 55 6. The amount of interest depends on the prime-rate (generally). 7. Companies need a line of credit (seldom). 8. A line of credit is available (occasionally). Exercise 2. Change the sentences from active into passive according to the model Model: They use the safety deposit boxes very often. Safety deposit boxes are used very often by them. 1. Federal government supervises and charters national banks; 2. This bank is asking ten percent interest. 3. The bank requests a financial statement of the company. 4. Their company takes a long-term loan from the Federal Bank. 5. The executive shows the company's expenses. 6. The manager is instructing the secretary. Exercise 3. Answer the questions. 1. Is there a difference between banking systems in the USSR and western countries? What is the difference? 2. What bank services are you familiar with? 3. Do the banks in this country have safety deposit boxes? 4. Whom do the banks make loans to in this country? 5. What kind of loan would you prefer, long-term loan or short-term loan? 6. What prime-rates are available in this country? 7. What does the line of credit of the enterprise depend on? 8. What is a credit letter written for? 9. What can one do with credit reference fetter? Exercise 4. 1. Speak about banking system in the USSR. 2. Make up a dialogue between a bankman and a customer, who wants to take a long-term (short-term) loan. Exercise 5. Translate into English. 1. Государство учреждает коммерческие банки. 2. Если ты хочешь купить товары за границей, ты должен поменять деньги в отделе обмена валюты. 3. Я бы хотел сделать карьеру в банковском деле. 4. Все банки устанавливают проценты на ссуду. 5. Наш банк намерен предоставить краткосрочную ссуду этому предприятию. 6. Наименьший процент со ссуды предоставляется привилегированным клиентам. 56 7. Банки могут выпускать аккредитивы и рекомендательные кредитные письма. 8. Я намерен занять крупную сумму денег. 9. Банк считает, что это предприятие платежеспособно и ему можно предоставить заем. Grammar Exercises Exercise 1. Make the sentences negative. Model: This commercial bank had already stopped to exist when the war started. This commercial bank hadn't stopped to exist yet when the war started. 1. He had already changed currency when I rang him up yesterday. 2. They had already chartered the commercial bank when I organized my private cafe. 3. He had looked over the financial statement by five o'clock yesterday. 4. My brother had made a career in banking when he was 26. 5. He had put all his money on his savings account before the money reform was introduced. Exercise 2. Put up four questions of different types (general, special, disjunctive, alternative) to each sentence. Mode 1: They had written a credit reference letter before lie left abroad. 1. Had they written a credit reference letter before he left abroad? 2. What had they written before he left abroad? 3. They had written a credit reference letter before he left abroad, hadn't they? 4. Had they written a credit reference letter or a credit letter before he left abroad? 1. He had been a preferred customer for this bank till his business was successful. 2. My parents had settled everything connected with insurance before they retired on pension. 3. He had borrowed the money before I managed to find him. 4. The lawyer had given me investment advice before I asked him about it. 5. He had arrived to the conclusion to take a long-term loan when I met him yesterday. 57 LESSON 9 PRODUCT DEVELOPMENT and PLANNING Text The number of new products coming into the market of western countries every year is overwhelming. The major part of these products is not new, but adaptations. It means that these products are not new, they are existing items to which a modification has been made. Only few products are really original or innovations. For instance a clock-television is an adaptation, but TV-set itself, the refrigerator - each was an innovation. A great number of innovations and adaptations are designed, produced and marketed by small businesses. Very often a new product is formed on the basis of the new business. Sometimes there is a patent to make the business more successful. But it happens very often that market research hasn't been done carefully. Even in case larger scale producers do more research and testing there is no sure success. A promising new product may be also robbed of success by unreasonable prices, inadequate promotion and poor selling methods. Generally less than one fifth of all new products turn out to be profitable. Active Vocabulary product development- развитие производства adaptation- что-либо переделанное, приспособленное modification- модификация, видоизменение innovation- нововведение, новшество patent- патент large scale producer- крупный производитель promising product- перспективный продукт unreasonable price- неразумная цена inadequate- не соответствующий требованиям 58 Comprehension Questions 1. How can you explain the еerm adaptation? 2. What is an innovation? 3. Give your own examples of innovations and adaptations. 4. Why are many innovations and adaptations manufactured and marketed by small businesses? 5. Why is it so important to obtain a patent? 6. Why does the failure of a new product take place? Vocabulary Practice Exercise 1. Choose the necessary word and put it in the sentence.. 1.Though market research tries to predict I 1 adaptation the trends, there is no sure... I 2. This product isn't original, it is an... I 2 innovation 3. ... office receives applications from I many young inventors. I 3 inadequate 4. If the price is..., the product won't be I sold out.. I 4 patent 5. A clock-television is an adaptation but I the television itself is an... I 5 failure 6. If a sure... is stopped, money and time I can be saved. I 6 success 7. They failed because of... promotion I campaign. I 7 unreasonable Dialogue (Dick and Jack are having lunch. Dick is Vice President in charge of Product Development. And Jack is Vice President in charge of the Legal Department). Dick How are the things? Jack Great. We are busy with a new line of clock-television. Dick Sounds interesting. Are you going to apply for a patent soon? 59 Jack Yes, we are. We are preparing the necessary papers now. Dick And what did the Market Research say by the way? Jack They think there is fair market for the product at the moment but it will take a few years to catch on. Dick I see. We'll have to turn a good promotional campaign. Jack Without doubt Dick Well, it will be our advantage to have the patent on it as well. You have decided on the size, haven't you? Jack We'll start with a small screen model. It will have a wake-up button and go-to-sleep button with timers Market Research says that the automatic go-to-sleep button may be the bigger selling point. Dick Yes. The idea of a set that turns itself off is great. To tell you the truth I'm always falling asleep in the middle of the show. Now it can be done. Jack Well. In future we'll probably expand the line to include different size screens and colour. Dick That's good. Jack I think we are close to a big success. Dick That is why we must be very careful. Before we begin to market television we must fulfil the most complete testing. Jack You are right Dick What about the pricing? Has it been worked out? Jack Not completely. Market Research Department says we can't have too high price on this kind of item. Dick It's evident we must be very careful. Maybe this time consumers will really surprise us. Jack Let’s hope for the best. Active Vocabulary to apply for a patent- подать заявление на патент fair market- (зд.) благоприятные рыночные условия to cath on- стать модным to be a big selling point- быть притягательным для покупателей to fulfil the testing- завершить исследование to market- продавать 60 Vocabulary Practice Exercise 1. Change the sentences according to the model. M o d e l: We must fulfil complete testing. Complete testing must be fulfilled. 1. They must expand the line. 2. You could apply for a patent. 3. They should_wprkout the details. 4.1 must develop a new trend. 5. We should design a line of clock-television. 6. You should start market research. Exercise 2. Anseer the questions. 1. Why is it so important for a producer to apply for a patent? 2. How much time does it usually take for a new product to catch on? 3. What is a big selling point of the items which you produce? 4. In what way can a consumer surprise the producer? 5. Would you like to produce something original or an adaptation? Explain why. 6. What are the conditions of successful product development? 7. What products are the market conditions fair for in this country? Exercise3. Translate into English. 1. Этот продукт - модификация старого 2. Мелкие производители выпускают большое количество товаров. 3. Вам необходимо получить патент на производство данного товара. 4. Тщательное исследование рынка необходимо, чтобы гарантировать успех. 5. Потребуется пять лет на то, чтобы ваш продукт завоевал признание. 6. Отключающее устройство с таймером - именно то, что привлечет потребителя. 7. Надо завершить все исследования, прежде чем мы начнем продавать наш продукт. 8. Нам необходимо расширить линию. Exercise 4. Speak about product development of your business. Ask your collogue how he would plan product development. 61 Grammar Exercises Exercise 1. Make the sentences negative. Model: I will have the drawings prepared very soon. I won't have the drawings prepared very soon. 1. It will take much time to catch on. 2. I am sure this thing will be the biggest selling point. 3. They will run a good advertising company. 4. They will make a new modification of electronic watch. 5. This price will be inadequate Exercise 2. Put four questions of different types to each sentence (general, special, alternative, disjunctive). Model: They will influence the consumer to buy their automobiles. 1.Will they influence the consumer to buy their automobiles? 2. Who will influence the consumer to buy their automobiles? 3. They will influence the consumer to buy their automobiles, won't they? 4. Will they influence the consumer to buy their automobiles or other goods? 1. Their products will be available in every shop. 2. The company will start their promotion campaign very soon. 3. Our bank will make a loan to this corporation.. 4. They will need a lawyer to form their business. 5. I will consult my partner. LESSON 10 MARKETING Text Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producer to user. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research. The ability to recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Market research helps the producer to predict what the people will want. And through advertising he attempts to influence the customer to buy. Marketing operations are I very expensive. They take up more than half of the consumer's dollar. The trend in the USA has been to high mass consumption. The construction of good shopping centres has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities. Active Vocabulary producer- производитель consumer- потребитель user- потребитель distribution- сбыт, распределение marketing- продажа, сбыт, маркетинг transporting- транспортировка storing- складирование, хранение storage- хранение product planning- разработка новых продуктов. 63 pricing- калькуляция цен promotion- содействие в продаже (какого-либо товара), например, с помощью рекламы traffic- торговля marketing research- изучение рынка сбыта trend- тенденция, общее направление to predict- предсказывать to influence- влиять Comprehension Questions 1. What does marketing mean? 2. What activities does marketing consist of? 3. What do marketing operations include? 4. Why is it so important for the producer to predict the trends? 5. How was mass consumption possible in the USA? Vocabulary Practice Exercise 1. Choose the necessary word and put it in the sentence. 1. One of the aims of market I research is to indicate new... among I people. I 1 predict 2. Advertising must... the consumer I and make him buy the goods produced. I 2 influence 3. Often marketing is called … . I 3 promote 4. In order to sell a new product, a I producer has to consider how to... it. I 4 marketing 5. The goods of this company are not I sold very well, they must think about... . I 5 trends 6. Sometimes it is difficult to influence I ... through advertising. I 6 distribution 7. If you what to produce something I new, you should start with... . I 7 market research 8. A producer wants to... the I new trends and then tries to influence I 8 product them. I planning 9. … includes product development I and pricing among other things. I 9 consumer. 64 Dialogue (Sally and Don work in the Marketing Department of a company, that makes, different meal products.). Don Hey, Sally, look at these figures. The price of sugar is going up 10% during the next year. Sally Oh, that's bad. That means trouble for our jam line. Don I think so too. Sugar is the main ingredient, you know. What's your opinion? Sally Well, we are not the price leaders in the field and jam is a very price sensitive item. According to our marketing research information consumers aren't particularly brand loyal about jam. Don I have a brilliant idea. You know, this could be a great marketing opportunity for us. Sally What do you mean? Don Well, because of the price rise in sugar we know that the price of jam will go up too. The increase will pass on the consumer, won't it? Sally Right. Don Imagine, we find the possibility of changing the ingredients in the jam so that we wouldn't have to raise the price. Sally Then we wouldn't trouble about the price rise on sugar because we'll be able to sell the jam at the same price. The idea is that we could market less expensive jam. What a promotional campaign we could have! Don Sure. If we do it right we'll sell more and become the leader in the market. Sally Now the first thing is to talk to Research and Development. Don Right ant we'll see when they'll have some samples of new formulars ready. Sally What about marketing research? I think we should schedule some tests for responses to the R & D samples. Don Well, there is a lot to do. I think we should also change packaging. Now, Sally, that would be great. Sally Oh, Don, let's hope for the best. If we don't lose the chance, the competitors products will stay on the supermarket shelves. Don Oh, it's time for lunch. Let's discuss our business in cafeteria. Sally Oh, sure, we've got a lot to discuss - distribution, advertising… 65 Active Vocabulary to go up- расти (о цене) to raise the price- поднимать цену prise leader- производитель, устанавливающий самую низкую цену на определённый товар price sensitive item- товар, уровень продажи которого очень зависит от цены to be brand loyal- отдавать предпочтение promotional campaign- рекламная компания to market- продавать to schedule- разрабатывать план packaging- упаковка competitor- конкурент |